1.4.1. Theoretical models
There have been many famous model on service quality such as SERVQUAL Model (Parasuraman and colleagues, 1988), E-SERVQUAL (Zeithaml and colleagues, 2000&2002).
SERVQUAL Model: This is the most popular model in the service quality model. According to Parasuraman, the quality of service cannot be determined generally, it depends on the customer’s perception of the service and this perception is considered based on many factors. The SERVQUAL Model is based on perceptions of service quality as a comparison between expected values, expectations and perceptions. This model includes the following variables:
Reliability: Demonstrated by the ability to deliver consistent and timely services from the first time.
Responsiveness: The desire and willingness of employees to provide services to customers.
Service capacity: Determines each staff’s professional qualifications to perform the service. Service capacity manifests itselft when employees interact with customers, employees directly perform services, research capabilities to relevant capture and necessary information for customer service.
Approach: Making customers easily to access services such as shortening customer wait times, service locations and convenient opening hours for customers.
Politeness: Related to the hospitality of employees.
Information: Concerning communication with csstomers in a way they can easily understand and listen to issues related to them e.g service explanation, costs, complaint handling questions…
Trust: Expressing the ability to make customers trust in the company or bank.
This ability is reflected in the reputation of the company/bank and the attitude of staffs when communicating directly with customers.
Safety: Concerning the ability to ensure the safety of customers, reflected in the physical, financial security as well as information security.
Customer understanding: Demonstrated by the ability to understand and grasp customers’needs through understanding customer requirements and creating close relationships with customers.
Tangibles: Identified through appearance, service attire, support equipment and services.
e-SERVQUAL Model: Expanding the concept of SERVQUAL Model of Parasuraman and his colleagues, an unique concept of electronic service quality through the Internet (Zeithaml and his colleagues (2000-2002) was established with 7 factors: effiency, synchronization, reliability, protection of personal data, responsiveness, reimbursement and contact, is called e-SERVQUAL. Nowadays, when the level of science and technology is advanced increasingly, more and more researchers are interested in e-SERVQUAL Model and they established their own definitions. In 2002, Yang and Jun asserted that the quality of electronic services is influenced by 6 factors: reliability, accessibility, ease of use, personalization, reputation and security. Subsequently, Trocchia & Janda (2003) approached from a general perspective on the quality of Internet Banking services, which identified 5 factors includes performance, connectivity, safety, sensibility and information.
Based on existing researches on the e-SERVQUAL Model, Gerrard & Cunningham (2015) conducted a more detail study of customer satisfaction with the quality of electronic banking including accessibility, reliability, responsiveness, safety, service situation and staff quality.
However, the above researches have only approached in terms of services provided by the bank through websites, not in specific application yet. Based on
these studies and the practical situation of the implementation of e-banking applications in Vietnam, these applications are focusing on following aspects:
reliability, responsiveness, tangibles, service capacity, service charges and empathy of bank staffs towards customers.
1.4.2. Hypotheses
Relationships to customer satisfaction of electronic banking services is researched under 6 following hypotheses:
H1: The reliability of e-banking services will impact in the same direction with the level of customer satisfaction: The ability to perform e-banking services has been committed to trust and accuracy.
H2: Responsiveness of e-banking services will have a positive relationship with customer satisfaction: ready to help customers use e-banking services and support quickly.
H3: Tangibles of e-banking services will impact in the same direction with the level of customer satisfaction: expressed through practical means observed to serve the electronic banking system.
H4: The service capacity of e-banking services will have a positive impact on the level of customer satisfaction.
H5: The empathy of e-banking staff will impact in the same direction with the level of customer satisfaction: caring, answering and responding to customer requests on e-banking.
H6: Service fee levels and prices of e-banking services will impact in the same direction with the level of customer satisfaction.
1.4.3. Emperical review
In recent year, there have been many economic models which research about factors affecting the quality of e-banking services from many researchers. Despite the same interest in e-banking services, each researcher proposed the model with different factors at different banking locations.
Table 1.4: Researches about e-banking services recently Name of researcher
– researching year
Locations Impact factors
Ho Diem Thuan, 2012
Vietinbank Da Nang branch
- Empathy
- Responsiveness - Prices and tangibles - Service Capacity - Guarantee
Nguyen Thi Hang Nga, 2012
Agribank Bien Hoa branch
- Reliability - Accessibility
- Staffs and transaction procedures
- Products and services - Technology
- Marketing and customer care
Cao Thi Thuy, 2016 Vietinbank Thang Long branch
- Empathy
- Responsiveness - Accessibility - Reliability - Tangibles - Service charges Phuong Thi Nu, 2016 Agribank Sao Do
branch
- Electronic technology instruments
- Reliability - Accessibility - Empathy
- Service Capacity Ngo Thi Phuong Vi,
2019
Agribank Phu Yen branch
- Empathy
- Responsiveness - Prices and tangibles - Reliability
- Service Capacity - Assurance
(Source: Summarized by author) Although the quality of e-banking services has been studied at many commercial bank branches in Vietnam, this type of service has not been studied in any stage at Agribank Tay Do branch, and this has created a sizable research gap.
With the increasing emphasis on e-banking services due to the increasing the bank’s current revenue, the study of the model of evaluating e-banking service quality at Agribank Tay Do branch is necessary.